Millennial Dads - US - August 2017

Millennial Dads - US - August 2017

There are an estimated 22 million Millennial dads in the US, aged 23-40. The majority of this population has kids under the age of 12, although a growing number are seeing their kids enter their tween/teen years. As this young group becomes fathers, they are taking a different path than the generations before them, balancing their desire to provide for the household with their desire to spend quality time with their families.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Parenting partner is the #1 resource for Millennial dads
Figure 1: Dads’ top resources, May 2017
For dads, kids come first and chores are a distant second
Figure 2: Dads’ top wins vs. moms’ top wins, May 2017
Millennial dads want to have their cake, and eat it too
Figure 3: Attitudes toward fatherhood - discipline, May 2017
The opportunities
Fatherhood is a game changer
Figure 4: What makes dads different, May 2017
Above all, Millennial dads see themselves as loving and playful
Figure 5: Self-perceptions, May 2017
Dads are decision makers too
Figure 6: Making decisions, May 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Estimated population of 22 million Millennial dads
Partnered households are the norm
Couples having fewer kids
Limited share of fathers are stay-at-home caregivers
Moms and dads start to share the load
MILLENNIAL DADS BY THE NUMBERS
More than half of Millennial men are fathers
Figure 7: Millennial dads, age of children in the household, May 2017
Men most likely to enter fatherhood between 20 and 30
Figure 8: Father's age at birth of first child, 2014
Most dads live in households with a spouse
Figure 9: Parents with children under age 18 in the household, by living arrangement, 2007-16
Single parents a larger share of Black households
Figure 10: Black household makeup, December 2016
Family sizes shrink
Figure 11: Average number of own children per family, 1970-2016
FACTORS INFLUENCING FAMILIES
Married dads are likely working outside of the home
Figure 12: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
Rate of stay-at-home dads varies by state
Figure 13: Share of stay-at-home parents who are dads, by state, 2014
Moms’ time shifts toward paid work; dads’ toward house work
Figure 14: How time is spent per week (parental time use study), 1965 and 2011
KEY TRENDS – WHAT YOU NEED TO KNOW
Brands show the love for Father’s Day
Dove gives dads the mom treatment
Tech for the family
Stay-at-home dads aren’t necessarily Mr. Mom
Paternity leave may be available, but not taken
Father’s Day gifts may leave dads wanting more
WHAT’S WORKING?
Father’s Day gives brands a chance to celebrate dads
Figure 15: Buffalo Wild Wings, Watching | Fathers’ Day, June 2017
Figure 16: McDonald’s. Wait lang po. June 2017
Figure 17: Celebrate Men Who Are There to Care This Father’s Day | Dove Men+Care – 0:30, June 2017
Figure 18: Interflora – Helping Hand, June 2017
With dads, what you see is what you get
Dove extends their brand to #RealDads
Figure 19: Baby Dove | #RealDads, April 2017
Fatherhood allows men to show another side
Figure 20: Jimmy Kimmel Reveals Details of His Son’s Birth & Heart Disease
Figure 21: Dads Who Play Barbie® | Barbie
Millennial dads connect through technology
Figure 22: Pass down your love of music with Premium for Family, October 2016
Figure 23: Amazon Alexa Moments: Baby Stats (Amazon Echo Commercial), October 2016
Figure 24: Google Home UK: Be more at home, May 2017
Figure 25: This Father’s Day, Go Ask Dad | Gillette 2017, May 2017
YouTube is a go-to for Millennial dads
WHAT’S NOT WORKING?
Moms and dads who stay at home likely play different roles
Stay-at-home dads lack a social network
Expecting dads may not know what to expect
Brands want to know, who’s the boss?
WHAT’S NEXT?
What to get the dad who has everything
Figure 26: Sears acquisition email, June 2017
Office culture plays catch-up to parental leave policies
Opportunities exist for dad-centric products
THE CONSUMER – WHAT YOU NEED TO KNOW
Spouses/partners earn the top spot as a valuable resource
“Super-dads” say “I love you”
Becoming a dad is a life-changer
Millennial dads see themselves as loving, playful, and fun
Dads wield (some) decision making power
Dads struggle to balance indulgence and discipline
DAD RESOURCES
Dads lean on their parenting partners
Figure 27: Dads’ top resources, May 2017
Younger and older Millennial dads turn to the same resources for advice
Figure 28: Dads’ top resources, by younger and older Millennials, May 2017
Low-income dads lean on extended family
Figure 29: Dads’ top resources, by household income, May 2017
Spouse partnership becomes increasingly important as family grows
Figure 30: Dads’ top resources, by number of children in the household, May 2017
Hispanic dads first look to their moms for advice
Figure 31: Dad resources, by Hispanic origin, May 2017
DAD “WINS”
Dads strive for emotional connections
Figure 32: Dads’ top wins, May 2017
Household chores higher up on moms’ list
Figure 33: Dads’ top wins vs moms’ top wins, May 2017
Urban dads aim to pitch in with child care tasks
Figure 34: Dads’ top wins, by area lived in, May 2017
Hispanic dads leave the emotional connection to mom
Figure 35: Dads’ top wins, by Hispanic origin, May 2017
WHAT MAKES DADS DIFFERENT?
Importance of budgeting grows with family responsibility
Figure 36: What makes dads different, May 2017
Men may feel more noticeable lifestyle changes as they enter parenthood
Figure 37: What makes dads/moms different – more likely, by Millennial dads and Millennial moms, May 2017
Some lifestyle changes driven by income
Figure 38: What makes dads different – more likely, by household income, May 2017
Hispanic dads embrace their role as provider
Figure 39: What makes dads different – more likely, by Hispanic origin, May 2017
DADS’ SELF-PERCEPTIONS
Dads see themselves as fun and playful with their kids
Figure 40: Self-perceptions, May 2017
Parenting experience doesn’t color perceptions
Figure 41: Self-perceptions, by number of children, May 2017
Higher-income dads get a boost of confidence
Figure 42: Self-perceptions, by household income, May 2017
Non-Hispanic dads embrace the fun side of parenting
Figure 43: Self-perceptions, by Hispanic origin, May 2017
MAKING DECISIONS
Dads have their hand in most household decisions
Figure 44: Count of decisions dads say they have a primary responsibility for, May 2017
Figure 45: Making decisions, May 2017
Younger Millennial dads more involved in disciplining kids
Figure 46: Making decisions, by younger and older Millennials, May 2017
With more kids comes more decision-making power
Figure 47: Making decisions, by number of kids in the household, May 2017
Single dads make the call
Figure 48: Making decisions, by marital status, May 2017
ATTITUDES TOWARD FATHERHOOD
Nearly all Millennial dads feel involved in the parenting process
Figure 49: Attitudes toward fatherhood - parenting, May 2017
Most want to balance indulgence and discipline
Figure 50: Attitudes toward fatherhood - discipline, May 2017
Dads share the burden with their partners
Figure 51: Attitudes toward fatherhood – shared responsibility, May 2017
Partnered dads still feel the pressure of their many roles
Figure 52: Attitudes toward fatherhood – household management, by marital status, May 2017
Hispanic dads have a soft spot for their kids
Figure 53: Attitudes toward fatherhood – leniency, by Hispanic origin, May 2017
MILLENNIAL DAD SEGMENTATION ANALYSIS
Factors
Figure 54: Dad segments, May 2017
Segment 1: Indulgent Dads (48%)
Demographics
Characteristics
Opportunity
Segment 2: Disciplinarian Dads (27%)
Demographics
Characteristics
Opportunity
Segment 3: Laid Back Dads (25%)
Demographics
Characteristics
Opportunity
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 55: Parental time use, hours per week, 1965 - 2011
Figure 56: Parents with children under age 18 in the household, by living arrangement, 2007-16
Figure 57: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
Figure 58: Stay-at-home parents by state, 2014
Figure 59: Average number of own children (<18) per family, 1955-2016